Staffing for success: gallery owners and directors share their insights on hiring, training and professional development

Art Business News, August, 2005 by Joe Jancsurak

Some galleries are welcoming havens from our daily routines, and then there are the others. While eye-catching inventory, displays, lighting, inventory and store layout are critical components for attracting customers, whether or not customers return to a gallery is often a matter of how they were made to feel and what they were able to learn from the staff they encountered during their initial visit.

With that in mind, ABN recently asked owners and directors of five galleries to discuss their approaches to successful staffing. Represented in this article are the views of Suzanne DeBruyne, co-owner, DeBruyne Fine Art, Naples, FL; Steven Forrey, business director, and Anastasia Starr, artistic director, CODA Gallery, New York; Jeff Jaffe, co-owner, Pop International, New York; Kevin Morrison, general manager, Wyland Galleries, part of Wyland Worldwide, headquartered in Aliso Viejo, CA; and Timothy Tew, president of TEW Galleries, Inc., Atlanta.

When it comes to staffing, what do you look for in terms of sales experience, art experience, art knowledge and personality?

Timothy Tew: I look for someone who has the experience and qualifications to do the job. Equally as important is finding someone who feels strongly about the art and the artists we represent. Their ability to communicate this part of the gallery's individuality and passion is primary.

Perhaps this is why I have a tendency to hire people who are familiar with what I do.

Suzanne DeBruyne: I actually prefer staff with no previous gallery experience. Every gallery operates differently and it is easier to train people to our way of doing things. Basic knowledge of art is helpful, but personality is the key. A great deal of our success comes from client confidence. If our staff is sincere in their desire to help a client build a collection or even just fill a space, it comes across to the client.

Steven Forrey: For us, sales experience and personality outweigh art experience, though the candidate must have at least some affinity for visual arts.

Kevin Morrison: Sales experience is always a plus if the applicant has a good track record, surpassing goals set for them in prior sales positions. Experience and knowledge can be taught with a structured, extensive and ongoing training program.

Jeff Jaffe: I look for everything. I want strong people who think quickly on their feet. Art sensitivity is a plus, but real sales experience with strong customer service skills are a must. However, sometimes an inexperienced younger person with a fantastic personality and who seems 'trainable, makes the cut with me.

Do you advertise staff openings? If so, where? Or do you rely on other methods? If you rely on other methods, what would those be?

Jeff Jaffe: Sometimes we advertise--usually in The New York Times--but very often good sales people approach us looking for better work environments. We have a great reputation for holding onto staff, which helps us to snag good people. Also, we sometimes actively recruit known [successful] sellers from competitors, who don't know how to hold on to great staff.

Steven Forrey: We have used The New York Times, as well as word of mouth.

Timothy Tew: Typically, I do not advertise staff openings. I prefer to review the resumes I have received. I also send out an e-mail request to people I know as they may have recommendations for candidates.

Kevin Morrison: I don't advertise for staff openings very often. There are millions of ideal candidates out there that we meet with and talk to everyday. It's a matter of keeping your eyes open.

Suzanne DeBruyne: I always have more applicants than openings. I've never had to advertise.

How do you know if someone will succeed at working in an art gallery?

Suzanne DeBruyne: I don't. I've guessed wrong a few times. I look for enthusiasm and the ability to think on one's feet.

Jeff Jaffe: After so many years in this business you just know--sometimes after just the first interview. It really takes a solid three months to get a handle on a person's abilities. Also, during training periods, one can often get a good feeling as to whether an individual will succeed or fail.

Timothy Tew: I believe it's impossible to know, but I find it is important to challenge the person during the interview and to keep this up once they are employed to see how they meet the challenge. The employee must also genuinely care about art, and must care especially about the artists we show.

Steven Forrey: We have had very little staff turnover, so trusting our gut seems to be working. We look for personality and a good attitude.

Kevin Morrison: Successful consultants are fairly easy to spot. They all have the same qualities. They are goal-oriented and are driven by success. They also pay attention to detail, have great customer service skills and have a passion for what they are doing.

How many employees are at your gallery and how did you arrive at that number? Are the size of the gallery and operating hours important factors to consider? What is the size of your gallery? What are your operating hours?